Everything you need to know about press releases
Press releases are still one of the most powerful tools in PR. Provided they are well written, sent at the right time and addressed to the right people. Below we answer the most frequently asked questions about writing, sending and following up on press releases.
All about press releases
What is a press release?
A press release is a concise and factual news report, prepared by an organization, intended to inform the media about something newsworthy. It is sent to journalists or editors with the aim of gaining (free) editorial attention (also known as free publicity).
A good press release is written in journalistic style, contains the most important facts according to the 5 W's (who, what, where, when and why), and focuses on news value – not advertising. Think of the announcement of a product, research results, a collaboration, acquisition or socially relevant news.
How do you send a press release?
You send a press release by e-mail, addressed to a select group of journalists and editors for whom the news is truly relevant. You can do this manually, or use a specialized PR tool such as Smart.pr to easily find the right journalists and personalize your message.
Ensure a clear subject line, a personal salutation, and place the text of the press release in the body of the email – so not as a PDF attachment. Add royalty-free visuals and always include an easily accessible contact person for any questions or interview requests.
How do you write a good press release?
A good press release starts with the core: what is the news? Answer the 5 W's (who, what, where, when, why) in the first paragraph and then work from important to detail – according to the principle of the 'inverted pyramid'. If possible, add a quote (preferably from a directly involved person or spokesperson) and conclude with the boilerplate: a short paragraph with basic information about your organization.
Extra tips: use clear subheadings, avoid jargon and make the message scannable. A good press release reads like a newspaper article: factual, relevant and to-the-point.
On this page you will find a complete guide to writing your press release
How do you build a good press release?
A good press release has a fixed, logical structure that helps journalists quickly scan and quickly determine whether something is publishable. You start with the essence and then work towards context and details. The ideal structure looks like this:
Subject line
The subject line of your press release determines whether your message is opened at all. Keep the subject line short, factual and concrete. Name the news in max. 10–12 words and avoid too much clickbait and marketing language.Title of the press release
In many cases, this can be the same text as the subject line. The heading above your message should directly summarize the news value. Again, do not use superlatives or slogans here, but clearly convey what is happening.Intro: the 5 W’s
The first paragraph is your lead. Answer here: who, what, where, when and why. This gives journalists the core information directly. Try to remain somewhat concise. Often this will be around 50 words.The body text: core content and context
In the paragraphs that follow, provide additional explanation, context and background information. Work from important to less important and use short paragraphs and subheadings where possible. Tip: make your press release rollableQuotes
Add a quote from a spokesperson, customer, or expert. This makes your message human and easy to adopt. Keep the quote personal and substantive – not commercial.Visuals
Journalists work visually. Add a royalty-free image, infographic, or short video. Preferably via a download link in your newsroom.Boilerplate and practical information
Make it clear to the editors what they can do: request an interview, click through to more information, get in touch. Don't forget to add a name, phone number and email address. Conclude with a short standard text about your organization: who you are, what you do and where to find more information. Also add your website and social links here.
How do you write a good subject line for your press release?
The subject of your press release is the first (and sometimes only) thing a journalist sees. It determines whether your message is opened or deleted immediately. A good subject line is short, factual and newsworthy – without marketing language or empty superlatives.
Practical tips:
Put the news fact first
Avoid words like ‘unique’, ‘revolutionary’ or ‘groundbreaking’
Mention figures, locations or names if relevant
Use max. 60 characters (10–12 words)
Test different variations: A/B testing pays off
A good example: “Municipality of Utrecht replaces 100 bus shelters with green roofs”
A bad example: “A sustainable future starts today!”
Smart.pr data shows that above 10 words, the open rate drops below the average (43.4%). This decline continues as the subject line gets longer.
Read 9 tips for your subject line here: Your subject line is incredibly important
What is a roll-up press release?
A roll-up press release is a message that is structured in such a way that you can cross out sections from the bottom without losing the essence of the story. This principle – originating from journalism – helps editors enormously, because they can quickly scan, shorten and directly adopt parts of your article for publication.
Start with the most important facts (the 5 W’s) in the first paragraph
Only then work towards background information, quotes and context
Avoid ‘hiding’ the real news at the bottom of your message
A roll-up press release is in line with how journalists work: quickly, substantively and often under time pressure. You help them – and increase your chances of publication – by getting straight to the point.
👉 More tips on structure can be found in our guide to writing a press release
How long should a press release be?
The length of a good press release is usually between 300 and 500 words. In most cases, that is long enough to make the essence of the news clear, but short enough to remain scannable and editorially usable.
However, some press releases require more or fewer words. What it is all about is that the structure is correct and the message is clear. Long paragraphs, unnecessary explanations or marketing language are counterproductive. Keep it short, clear and newsworthy – exactly as journalists want it.
More tips can be found in our article: Writing a press release from A to Z
How do you use quotes in your press release?
Use quotes in your press release to make your message more human, convincing and publishable. They give your news color, authority and emotion. Write in colloquial language, say something you haven't already written in your press release, make the quote quotable, and quote someone with authority or involvement in the news.
A quote is not a formal statement, but a hook for the journalist. So use it wisely, and use it especially to make your story human and memorable. Read more about quotes in your press release here.
How do you use images in a press release?
Images enhance your story and increase the chance of publication. Always add royalty-free, relevant and directly usable images – think of press photos, product shots, infographics or portraits. Ensure high resolution (minimum 1MB), provide a clear file name, and make the image easy to download via your newsroom or attachment.
👉 Read all 10 tips in the article: The best visual material for your press release
What is the boilerplate?
The boilerplate is the fixed closing paragraph of your press release in which you briefly explain who you are, what your organization does and where more information can be found. It is similar to the footer of a website. See the boilerplate as the 'about' line for the journalist who wants to quickly know who they are dealing with. Always add contact information.
How do you make your press release newsworthy?
Not everything that feels like news internally is news to a journalist. News value lies in:
Timeliness: something that is happening now
Impact: consequences for a larger group of people
Data: new figures or trends
People: a story with emotion or recognition
Surprise: an unexpected or original angle
Check in advance whether your story contains one or more of these elements. If not? Then look for a better hook. Here we give you 6 tips for a newsworthy press release
What are common mistakes in press releases?
Too many superlatives ('unique', 'market leader', 'innovative')
Vague or woolly language ('which', 'unburden', 'in the context of')
No news value
Texts that are too long without structure
No direct contact person or visual material
In our blog post “These 6 words do not belong in a press release” you can read exactly which terms you should avoid.
What is an embargo?
An embargo is an agreement with a journalist to publish information only after an agreed time. This gives editors time to delve deeper into the subject. Only use an embargo if there is actual relevance or complexity that requires extra preparation.
We explain why you should or should not use an embargo
What do you do after sending your press release?
After sending, the real work only begins: follow up with interested journalists, monitor your media results, share publications internally and via social media, and evaluate what worked and what didn't. This way you get more out of every press moment.
Read more: After sending your press release, it only begins
What is the best time to send a press release?
Our data from 37,000 press releases shows that the time you send your press release makes surprisingly little difference to your open rate. The average open rate of press releases is around 43.4% – regardless of the time or day of sending. Only messages sent during the weekend score slightly lower (just under 40%).
There is also little difference in terms of time: between 05:00 and 22:00 the open rates remain stable between 40% and 46%. In short: focus mainly on relevance and content, not on the clock. A well-targeted and newsworthy message always arrives – also outside office hours.
👉 Source: Smart.pr analysis of 37,000 press releases
How do you professionally follow up on a press release?
A good follow-up is not a reminder, but an opportunity to offer extra value. Only call or email journalists who have actually opened your message. You can find this data in a tool such as Smart.pr. Also offer extra value: an interview, additional data, an exclusive angle. Never just ask: “Have you seen it yet?” And preferably don't send a follow-up on Friday afternoon at 5 p.m.
Pieter Buss from Bureau Busskruit explains here what to do after sending your press release